@inproceedings{a25389bce6724606b819e80073cec528,
title = "Persuasiveness of eWOM communications: Literature review and suggestions for future research",
abstract = "Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.",
keywords = "Electronic word-of-mouth, EWOM, Literature review, Persuasiveness, Research gaps",
author = "Elvira Ismagilova and Emma Slade and Williams, \{Michael D\}",
year = "2016",
doi = "10.1007/978-3-319-45234-0\_32",
language = "English",
isbn = "9783319452333",
volume = "9844",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer-Verlag Berlin",
pages = "354--359",
booktitle = "Social Media: The Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings",
note = "15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 ; Conference date: 13-09-2016 Through 15-09-2016",
}